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What T-Mobile’s ‘Dance’ and Ikea’s ‘Du’ teach us about messaging
In meetings with almost all our clients the same topic comes up: Will our relevant market be hit by the crisis and if so, how hard? While the specific answer differs according to the different scenarios, of course, there is one element all these discussions have in common.
It is a growing sense of family, community, society or "We." It will be the most important positive word for 2009. While "We" values have always been elements of the messaging in certain markets (especially food), today it is a different story for two reasons. The first is the reflex of "bunching up" in times of uncertainty, crisis or danger, which elevates the importance of social values vs. individual benefits. The second reason is the opportunities of modern social media -- where the consumer is in control, not the brand. "We" communication does also mean communicating with the consumer on eye level.
Read the full story in Advertising Age
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